So, last week was 🚨 #BatangaWeek 🚨 or was it?
Batangas were being wanged around LR&C on my social feed by the good and the great of the bartender influencer world – not only praising the drink, but also heralding it as THE drink of 2024!
As someone who appreciates mixed drinks and the art of booze marketing, I was eager to find out which brand and agency had orchestrated this movement and say cheers 🍻.
The plan seemed brilliantly simple: unearth a classic, straightforward (easy to make at home) recipe, emphasise the serve ritual (🔪), and enlist a few fairly niche influencers to craft their unique versions (a special shout-out to the on-trend Taylor’s Super Bowl version by Likeable Cocktails).
A quick internet search yielded no official marketing tie-ins. Slightly surprised; I went back to my day job and mentally bookmarked Mexican Cola as a must have if I ever saw it in the mini marts of East London.
But this week, Not Just a Bartender revealed that #BatangaWeek was not an "official" marketing ploy; merely a group of friends with a shared interest, who got passionate about sharing a beloved Mexican cocktail they discovered on their travels*.
A testament to the power of shared and lived experiences – the authenticity of #BatangaWeek lies in the co-creation that celebrated not only the cocktail but also the moments and memories forged during that trip.
Key Takeaways (with a little help from Jayne Carverhill):
💜 At the heart of #BatangaWeek was authenticity and passion. When crafting campaigns with influencers, diving into niche realms can be not only affordable but also powerful, especially if the story resonates.
🏃♀️Big tequila brands seemed hesitant, perhaps unwilling to lower their "standards" for a tequila and coke collaboration, or maybe they couldn't mobilise quickly enough. #BatangaWeek showcased the need for agility and versatility in marketing communications to capitalise on emerging movements.
🤝 #BatangaWeek highlights the role of brands as enablers, facilitating moments and jump-off points for shared experiences. It’s not just about the product; it’s about creating a space for consumers to co-create, celebrate, and relive moments, fostering a deeper connection with the brand. In a world where genuine connection and creativity often trump big budgets.
#BatangaWeek serves as a reminder: amazing campaigns can be born from shared passion, authenticity, and a willingness to let the guardrails down (in the right circumstances).
Links to the recipe and everything else mentioned in the comments.
Who fancies a drink?
#MarketingInsights #AuthenticCampaigns #AgileMarketing
*The influencers may have been on a press trip, but in their vids they used a range of brands so no actual backer. Could be teeing something up for next year maybe 🤔
Social Media Specialist @ Kinship
2wSo excited for this new chapter! 🎉